AMA: Cisco Meraki Head of Product Marketing, Grant Shirk on Product Marketing KPIs
July 6 @ 10:00AM PT
View AMA Answers
What are some of the *worst* KPIs for Product Marketers to commit to achieving?
There are many questions about the best KPIs to track, but none about the worst.
Cisco Head of Product Marketing, Cisco Campus Network Experiences | Formerly Tellme Networks, Microsoft, Box, Vera, Scout RFP, and Sisu Data, to name a few. • 4y
Well, to quote Rush, "if you choose not to decide, you still have made a choice." I would say the worst thing you can do is not commit to something. Pick one and roll wit...
1230 Views
5 requests
Cisco Head of Product Marketing, Cisco Campus Network Experiences | Formerly Tellme Networks, Microsoft, Box, Vera, Scout RFP, and Sisu Data, to name a few. • 4y
Going to take my time with this one, as I think it combines a number of the other topics, but it's also critical, because PMM often sits at the center of all these things...
1473 Views
2 requests
Cisco Head of Product Marketing, Cisco Campus Network Experiences | Formerly Tellme Networks, Microsoft, Box, Vera, Scout RFP, and Sisu Data, to name a few. • 4y
One, I have never met two PMMs who came to product marketing through the same path; and two, the metrics you care most about are deeply influenced by your product, market...
1418 Views
3 requests
Cisco Head of Product Marketing, Cisco Campus Network Experiences | Formerly Tellme Networks, Microsoft, Box, Vera, Scout RFP, and Sisu Data, to name a few. • 4y
I am a huge proponent of shared KPIs. Like Product Managers, Product Marketers often have to work through and influence other teams in order to reach their goals -- and, ...
1565 Views
2 requests
Cisco Head of Product Marketing, Cisco Campus Network Experiences | Formerly Tellme Networks, Microsoft, Box, Vera, Scout RFP, and Sisu Data, to name a few. • 4y
There are two questions buried in here. If you are truly in a situation where your leadership doesn't understand the impact of Product Marketing, are you in the right p...
1407 Views
2 requests
Cisco Head of Product Marketing, Cisco Campus Network Experiences | Formerly Tellme Networks, Microsoft, Box, Vera, Scout RFP, and Sisu Data, to name a few. • 4y
First and foremost, don't commit to any metrics until you really understand the current customer, buying cycle, and GTM approach, and have a point of view on what needs t...
1434 Views
5 requests
Cisco Head of Product Marketing, Cisco Campus Network Experiences | Formerly Tellme Networks, Microsoft, Box, Vera, Scout RFP, and Sisu Data, to name a few. • 4y
This is related to that "first PMM" problem, but it's amplified as a leader. Product marketing at a startup needs to drive the conversation about who you're marketing to,...
1446 Views
2 requests
Cisco Head of Product Marketing, Cisco Campus Network Experiences | Formerly Tellme Networks, Microsoft, Box, Vera, Scout RFP, and Sisu Data, to name a few. • 4y
This is what makes PMM so fun. And also a little chaotic. You're frequently context-shifting between strategic investments (a 12- to 18-month horizon), quarterly operatio...
1630 Views
2 requests
What's your best product marketing 30-60-90 day plan to make a big impact?
I'm starting a new job next week! Would love to hear your top tips in general as well as at the director level.
Cisco Head of Product Marketing, Cisco Campus Network Experiences | Formerly Tellme Networks, Microsoft, Box, Vera, Scout RFP, and Sisu Data, to name a few. • 4y
Time for some radical transparency. I'm in the midst of this right now. Tomorrow is my 30-day milestone at Cisco Meraki. It's been an awesome first four weeks, and I'm ...
8431 Views
1 request
How do you coordinate and work cross functionally with the product team to create commonly shared KPIs?
Any advice on KPIs tied to product launches?
Cisco Head of Product Marketing, Cisco Campus Network Experiences | Formerly Tellme Networks, Microsoft, Box, Vera, Scout RFP, and Sisu Data, to name a few. • 4y
This idea of cross-functional KPIs is core to what makes PMM the most interesting and the most challenging function to quantify. But, you can do it! Two things I believ...
812 Views
2 requests
What should I include in my product marketing budget?
I already have things like Customer Visits, a Sales Enablement / Content Management tool, SKO, pricing model consulting.
Cisco Head of Product Marketing, Cisco Campus Network Experiences | Formerly Tellme Networks, Microsoft, Box, Vera, Scout RFP, and Sisu Data, to name a few. • 4y
Aim high, and ask for more than you think you'll need - but not by more than 15-20%. People will always be your biggest budget line item in PMM - we're the most valuable ...
1346 Views
4 requests
How would you approach this product marketing interview assignment?
I interviewed earlier this year and did well except for this assignment. I'm hoping to better prepare for similar situations. Here's the quest:
As mentioned, the next part of this process is to complete a brief assignment. The purpose of this assignment is just to see your methodology get some insight into your approach to tasks.
For this assignment, I'd like for you to create a high-level go-to-market plan and strategy for our flagship product our event marketing platform. Our company traditionally has targeted enterprise b2b companies.
I'd like you to come up with high-level messaging, define who the target audience is, and then detail your strategy for informing the market about our event platform and getting more leads. Please identify which channels you would use, and what you would need for this go-to-market launch. Please keep your response under 2 pages
Cisco Head of Product Marketing, Cisco Campus Network Experiences | Formerly Tellme Networks, Microsoft, Box, Vera, Scout RFP, and Sisu Data, to name a few. • 4y
Pulling this one up. It's outside the realm of KPIs and measurement, but I think it's really critical. And I have a few strong opinions here. If I can summarize this ba...
2754 Views
3 requests